Public Relations and Communication Management in Europe: A Nation-by-nation Introduction to Public Relations Theory and Practice
Betteke van Ruler, Dejan Vercic, Dejan Verčič
Mouton de Grouter, 2004 - Business & Economics - 502 pages
The book challenges the notion that public relations in Europe is no more than a copy of the Anglo-American approach. It presents a nation-by-nation introduction to historical public relations developments and current topics in European countries, written by noted national experts in public relations research and well-known professionals who are able to oversee the situation in their own countries. The contributions take an "insider" point of view and combine researched facts and figures with qualitative observations and personal reviews. In addition, the book provides conceptual statements that offer an insight into theoretical approaches.
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has resulted in a sharper focus on the vastly important internal publics besides
numerous specialised external publics . Unfortunately , this often goes little
further than looking after the internal media ( personnel newsletters , web sites ) .
Postgraduate specialisation courses in public relations are offered at the Faculty
of Economics and at the Faculty of ... there is considerable interest in and need
for specialised courses and training in different fields of public relations practice .
... ( b ) agencies and departments are more specialised , and ( c ) the term “
public relations ” is widely abandoned . In the late 1990s , the increase of
awareness encouraged a revaluation of public relations ( Moreno 2000 : 50-51 ) ,
which was ...
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